Do 'Item Songs' Continue to Boost Box Office?
Do 'Item Songs' Continue to Boost Box Office? A recent promotional dance number in Peddi raises the question about the impact of such songs on film success. While some producers like Allu Arvind believe these numbers still resonate, others argue that their cultural sensitivity and style are key factors for success.
Highlights
- •Item Songs: A topic of debate in the film industry with varying opinions on effectiveness
- •Allu Aravind believes such songs can impact box office collections
- •Rame Gowda's K D The Devil fails despite a provocative dance number, highlighting mixed sentiments
- •Filmmakers stress the importance of style and cultural sensitivity in handling these numbers
Shruti Haasan and Janhvi Kapoor have recently promoted their film Peddi with an energetic dance number titled Hellallallo. While the special promotional version stars Shruti Haasan alongside Ram Charan, Janhvi Kapoor performs a version that is integrated into the film. Despite these efforts, experts offer varying opinions on whether item songs effectively drive box office success.
Producers and filmmakers have differing views on the relevance of such numbers. A leading Telugu producer, speaking anonymously, believes 'special songs' no longer create significant traction, especially in more conservative regions. However, others argue that carefully choreographed dance numbers continue to attract audiences. Producer Allu Aravind says, "It's a terrific song. Its impact on the masses is undeniable."
The Debate Continues: Do Item Numbers Matter?
In recent years, films like K D The Devil, featuring Sanjay Dutt and Nora Fatehi, have generated mixed reactions. Despite a provocative dance number, the film failed to perform well at the box office.
Much of this debate centers around style, content, and cultural sensitivity. Filmmaker Rohit Jugraj emphasizes that excessive eroticism alienates family audiences, citing films such as Sheila Ki Jawani, where sensuality was celebrated tastefully.
Linguist and poet Gulzar agrees that an item song can be effective when handled aesthetically. He notes his own controversial number from Omkara which, despite initial shock, resonated with audiences due to its restrained approach.
Not all believe the era of item songs is over. Sharmila Tagore believes such numbers remain a part of cultural heritage and should be celebrated without judgment. "Every item song is not vulgar," she argues. "If a woman chooses to do it, that is her prerogative."
Moringa-based director Rakeysh Omprakash Mehra, who has shied away from filming item songs in his works, expresses concern over morality and the objectification of women in such numbers.
"The song has been blown out of all proportions due to its sexual content," he cautions. "I don't condone it as an easy way to fame."
